Marketing to Moms: Smartphones are Mom’s Best Friend

April 12, 2010 § 2 Comments

Moms are finding smartphones so useful that Mobile Moms are one of the fastest growing demographics to own smartphones.

In the first quarter of 2009, about 14 percent of all wireless users who identified themselves as mothers said they owned a smartphone, according to Nielsen. This figure was up from 8.3 percent of moms who owned a smartphone in the first quarter of 2008.

Importance of Working Moms

Working Moms are the power users.  Their busy schedules and need to connect with work, friends and home, making them 42% more likely than the average cellular user to download content to their phone.  Their usage is best represented by their spending for cellular services which are 21% more than the average cellular user. The average cell phone bill for Working Moms is $94 versus $78 for all cell phone users, as reported by a 2009 Scarborough Research study.

Social Use of Mobile

91% of mobile users go online to socialize, compared to only 79% traditional users. (Ruder Finn Mobile Intent Index)

Social networking is one of the fastest growing behaviors on the mobile Web, growing from 22.5% in Jan. 2009 to 30.8% in Jan. 2010.  Access to Facebook via mobile browser usage grew 112% in the past year, and Twitter experienced a 347% growth spurt. (comScore MobiLens)

55% of women use their mobile for social media,  ten percent more than men at 45% (Nielsen, 12/2009).

Social Connector

Of those on mobile phones, the top uses by all adults, reported by the Ruder Finn Mobile Intent Index, are:

Instant messaging – 62%

Forward e-mails (58%), content (40%), and photos (38%)

Post comments on social networks – 45%

Connect to people on social networking sites – 43%

In addition to these primary activities are the important banking, shopping, and comparison duties that Moms must carry out on a daily basis.  And research shows women are much more likely to purchase when shopping online than men are.

This growing usage of smartphones makes a mobile marketing strategy a must for brands hoping to reach Moms.



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§ 2 Responses to Marketing to Moms: Smartphones are Mom’s Best Friend

  • Hi Jamie! Hope all is well. I wanted to share a survey we just completed on SocialMoms which is relevant to this post – we found 66% of the 868 “social moms” surveyed had smartphones as of Jan. 2011. That’s something like 5x more likely than women in the general US population. What’s interesting is that it really tees up the future of the market: it’s all about Android and to some extent, Apple. Blackberry is the big no-show in the mom category. Anyway, I trust all is well with you! PS- can you update the TwitterMoms link in our blogroll to SocialMoms if it’s not too much trouble? Happy new year to you!

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